WeChat and Weibo play like this to make money

Chapter 24 How Internet Enterprises Play Micromarketing (3)
Huge Fancl Weibo fan group
At the same time, Fancl also made full use of the drift bottle when marketing on WeChat, and attracted attention by making interesting text and fun voice games.These are the important reasons why Vancl can use WeChat marketing to achieve good results.

[Case Miniature] Tmall: The gameplay is new enough to attract attention
Among the many WeChat marketing, Tmall's WeChat marketing has been highly praised by the industry.The reason why Tmall and WeChat marketing can achieve good results is because it has created new ways of playing and new activities.

Among them, a representative example is the "Tmall T-shirt Festival" marketing activity. In this activity, Tmall provides users with various discounts and discounts. Users only need to scan the QR code on the event page to participate. interactive.When the user pays attention, the merchant will actively push interesting interactive content related to the theme of the event, such as posting tees, watching tees, and playing tees.Users participating in the activity can choose different forms of interaction by replying with different letters, so that users can easily experience the fun of interaction.

Tmall T-shirt Festival
Such interesting activities attract more users to participate and greatly promote the transaction.In addition to the interesting marketing activity of "Tmall T-shirt Festival", another interesting and distinctive activity on Tmall WeChat is the "Great Red Packet Grab" series, which includes activities such as "Top Red Packets" and "Catch Cats" . In 2013, Tmall launched a new gimmick for grabbing red envelopes - "cutting red envelopes".The specific method of "cutting red envelopes" is to first give users some candidate products with very low prices. If customers are willing to bargain, the prices of these products can be lowered.If which product has been cut the most times, the ranking will be higher, and the red envelope returned to the customer when buying the product will be bigger.In this activity, in addition to bargaining by yourself, you can also let customers list their own selection menu through Tmall, post it on Weibo to ask friends to help you cut it together, so as to achieve the purpose of improving the ranking of a certain product.

These marketing methods of Tmall and WeChat are very interesting and novel, which greatly increase the interest of customers in participating.At the same time, because the threshold is not high, many users are more motivated to buy and the transaction volume has been greatly promoted, which also makes Tmall take the lead in social marketing by using WeChat marketing.

Tmall uses WeChat for marketing, which reflects a viral marketing model.Tmall uses different methods to spread the activities among different users and draw in more customers. In this continuous cycle, more users will actively participate, and the Tmall brand will continue to be spread, greatly improving Increased brand awareness.

5.3 How Game Websites Play Micromarketing
With the rapid development of the mobile Internet and the appization of WeChat, game websites will make full use of WeChat to better serve everyone who likes to play games.WeChat public accounts will become an important part of game websites building their mobile game ecosystems.Through the following classic cases, it is not difficult to find that game websites are bound to do more in terms of functions, sharing and connection with their own mobile clients in the future.

[Case Miniature] 37wan: User Behavior Data Analysis Gains Miraculous Effects In January 2013, when the 1wan WeChat official account officially started operation, it was still in the early stage of exploration, so it is particularly important to analyze user behavior.And 37wan is also gradually adjusting its marketing strategy on the basis of user behavior analysis.

At the beginning, 37wan mainly imported games such as "Dragon General" and "Qin Meiren".After a period of time, 37wan analyzed the activity of users who imported these two games. The data shows that 2 WeChat messages are received every day.This data shows that user activity is very high. The 37wan official concluded that using WeChat to carry out marketing is much more effective than Weibo marketing, because this activity shows that users are very willing to play games on the WeChat platform, so 37wan has increased its determination to import games on WeChat , followed by importing games such as "Sword of the King".

37wan WeChat game "Sword of the King"

In addition to analyzing the data of user activity, 37wan also analyzed why users have such a high activity.After analysis, it is found that the reason why the interaction rate of games on WeChat is so high is mainly due to the "1-to-1" interaction form of WeChat, which makes users feel that they are valued. Another reason is that they have a strong Privacy, which is more attractive to users.

After analyzing the above user behaviors, 37wan decided to place a customer team composed of 10 people in the WeChat background. In addition to developing WeChat technology, these people also responded to player messages in a "manual + automated" way.This improvement has brought great benefits to 37wan WeChat marketing, and more users actively participated in the game.

A large part of the reason for the success of 37wan WeChat marketing is the analysis of user behavior.The analysis of user behavior allowed 37wan to understand the inner thoughts of users, and rely on the inner thoughts of users to arrange marketing strategies, and finally brought more users to itself.

5.4 How Video Websites Play Micromarketing
From the sudden emergence of WeChat and Weibo marketing, to the penetration of WeChat and Weibo marketing into various new and old industries, video website marketing will inevitably overlap with WeChat and Weibo marketing.In today's general trend of new marketing models being continuously generated, how should video websites integrate with WeChat and Weibo marketing to achieve the purpose of increasing revenue?We can find the answer from the following typical cases.

[Case Miniature] Yue Video WeChat: Provide users with high-quality experience Yue Video is a video aggregation App, which can provide users with video information, online video playback, video download and other services.In order to win the competition, Yue Video also began to use WeChat for marketing, and achieved good results.

Yue Video has put a lot of effort into the design of the "custom menu" of the public account (WeChat ID: yueshipin).Yue Video has created simple settings for users, which is to allow users to obtain the information they need with the least operations.When designing, Yue Video also takes the different needs of users at different levels as the basis, and strives to meet their needs at the same time.Users can directly find the link page of the movie after clicking on the pushed content on the page. If the user is interested, they can directly open the software of Yue Video with just one click.For users who browse casually, Yue Video also designed "guess you like" at the bottom of the page, which increases the user's stay time and thus increases the user's conversion rate.

At the time of design, the most distinctive feature is the addition of two distinctive functions, "understanding" and "send your voice", in the "More" menu.The basis for the design of these two features is that the simple "recommend-accept" model can no longer satisfy users, and novelty things are easier to get attention. "Send your voice" is a function set up by merchants to "trick" customer service. The customer service here is a real person, not a cold machine. The reason for this is that Yue Video believes in humanized communication between people. more attractive to users.

Yue Video's marketing model using WeChat is very good. When designing the custom menu, it is based on the principle of simplicity and practicality, so that it can be convenient for users to operate. Sometimes, real customer service is used to make users feel that they are valued.These are the reasons why Yue Video can use WeChat marketing successfully, and it is also what many Internet companies should learn.

[Case Miniature] Youku: Pushing Attractive Messages

Seeing the popularity of WeChat and Weibo, Youku launched its own public account according to this situation. As long as there is a WiFi mobile phone, it is convenient to watch videos. Directly cultivate the first batch of loyal users of Youku on the mobile client.

Youku’s WeChat push interface

According to the replies, comments, and data fed back by users, Youku pushes the video information that users are interested in to the WeChat client. With just one click, users can see the videos they want without any effort. While it is convenient for customers, it also attracts a large number of users to pay attention to Youku's public account.Youku has therefore developed a huge market potential and broadened the company's marketing channels, which can be said to serve multiple purposes.

5.5 How Lifestyle Websites Play Micromarketing
Local websites can use WeChat LBS and the functions of the public platform to realize the regionalization and customization of local portals, and at the same time, obtain buyers' purchasing behavior information at the first time.In addition, you can also share the user's purchase experience and users' opinions on the website.

It is worth mentioning that local websites are more inclined to the local Internet life and consumption circles. Using WeChat can open up the interaction between local portal websites and offline business circles, especially online and offline interactions.For example, if a business wants to offer a promotional event, local portals can promote it on the website, and then combine WeChat to interact with potential customers to solve the original problem of local portals that they cannot convene people for the event.

In addition, the emergence of WeChat has also allowed local websites to solve the problems encountered by many local portal websites before, such as no traffic, unable to attract netizens, confusing information, no income for the website, unable to maintain normal operations, and merchants. Activities can not be profitable and so on.

Next, let's use some cases to see how local websites make money through WeChat.

[Case Miniature] Guangzhou Womei: A Model Based on LBS Marketing Guangzhou Womei used LBS (peripheral location query) to carry out marketing and received very good marketing results.WeChat users can query the surrounding location information by adding the Guangzhou Womei public account. The specific operation method is to click the "+" button under the public account to select "location", send their location, and then reply "surrounding + key words" to search for all the relevant information you want to know.This information includes surrounding restaurants, subways, convenience stores, gas stations, hotels, vegetable markets, banks, buses, supermarkets and even public toilets.As long as it is near the user, it can be found.If you want to know the route, you can click on the search result, and the specific walking route map will pop up.Once this marketing model was launched, it has been well received by the majority of users, and has attracted a large number of users, achieving the effect of marketing.

Guangzhou Womei WeChat public platform LBS service function
Guangzhou Womei’s WeChat marketing utilizes the location service of WeChat, which brings a fashionable and simple lifestyle to the majority of users by means of search and retrieval, and greatly meets the travel needs of users.Those who can provide good services to users will be welcomed by users, and Guangzhou Womei's marketing method has achieved this.

[Case Miniature] Rainbow Shopping Mall: Convenient WeChat Payment

In order to achieve good results in WeChat marketing, Rainbow Shopping Mall has tailored a membership system for customers, and has realized a seamless connection with the WeChat platform system, which is convenient for customers to check information through their own WeChat client after consumption.The most important thing is that the Tianhong WeChat public account is also bound to the membership card of the physical store. Members can check the consumption status and point information at any time, and can realize card-free shopping.On the Texhong WeChat client, customers can enjoy discounted services and earn consumption points as long as they use the "WeiLife Membership Card" on their mobile phones to make purchases.

This powerful function is mainly derived from the WeChat payment of Tianhong client.This WeChat promotion method has made a big breakthrough compared with the previous promotion methods. In the past, it was mainly to push information and do promotional activities. However, the opening of WeChat payment has allowed WeChat marketing to purchase online, give gifts, and pick up offline. Service is integrated.Rainbow has also made better use of the WeChat payment function. No matter at any time, customers can directly use WeChat payment as long as they open WeChat and select a product. However, the premise of payment is that the customer needs to bind the bank card number. The payment process is very simple. The entire payment process only takes about 2 minutes.

On the basis of WeChat payment function, Texhong WeChat account also supports "WeChat gift".As long as you go through the Texhong WeChat platform, you can send gifts to your friends in the air.Relying on this function, Tianhong sold 100 yuan, 300 yuan, 500 yuan, 800 yuan gift cards, 380 yuan, 568 yuan hairy crab coupons and other gifts.This function is very attractive to users, because users can send their wishes to their friends with just one click of "WeChat gift" on Tianhong WeChat public account, and the friends who receive the gift can rely on the received WeChat Gift certificates can be consumed at Rainbow’s physical stores.Texhong has 60 physical stores across the country, and users who receive WeChat gift coupons can choose any one to spend.

The payment function of the Rainbow WeChat account has greatly improved user stickiness and loyalty, and easily achieved the goal of transaction.

The success of Rainbow Shopping Center lies in the fact that the use of WeChat payment function makes the whole shopping process more convenient, and at the same time, the fun gifts launched under the condition of WeChat payment have attracted a large number of people to buy.This is an important reason why Texhong Mall can use the WeChat public platform to profit.

(End of this chapter)